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MARKET SEGMENT SELECTION TABLE
Identifying the target market
1. Determine the criteria that are important to your organisation (example criteria have
already been entered);
2. Score the importance of each criteria;
3. List all market segments that have been identified;
4. Rank the segments for each criteria (give the highest number next to the segment which
best fits the criteria- e.g. if there are 5 segments the segment with the largest market size
will get a 5 and the segment with the lowest market size will get a 1);
5. Add up the scores for each segment;
6. The segments with the highest scores offer the greatest potential for your organisation.
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Date:
Team Member:
Importance
(total for this
Selection criteria (example) Segment 1 Segment 2 Segment 3 Segment 4 Segment 5
column should
equal 100)
Large market size
Potential for large market share
High growth rate
High degree of similarity in customer needs
High profit margins
Low barriers to entry
Low exit barriers
Low threat of potential entrants
Low competitive rivalry
Low frequency of new product introductions
High distribution networks
Low bargaining power of suppliers
High spending per transaction
High frequency of spending
Low cost of servicing this market
Able to satisfy market requirements with current capabilities
TOTAL 0 0 0 0 0 0
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